OPINION: Lack of credibility breaks first rule of PR

Let’s start with a modern PR conundrum: what do Piers Morgan, the
wayward editor of the Mirror, Andrew Marr, the BBC’s Blairite new
political editor, and John Grieve, the Metropolitan Police’s racial task
force director, have in common? Or put another way, what first rule of
PR do they offend? The answer is of course credibility.